Speak to enough people in the fashion-outdoor-lifestyle orbit and, sooner or later, the name Iain Grainger will surface. He’s often described as a figure shrouded in mystery: universally known, yet nobody can say with confidence what he actually does. Before our recent trip to Paris, all we could confirm was that he’s Scottish, wears glasses, and favours large outerwear. Everything else remained elusive.
Then, while wandering into a showroom to see Copenhagen-based brand Works and Days, we were greeted by a Scottish man in a big coat and glasses. Within seconds, he confirmed what we suspected – this was Iain. We exchanged a few words about what he’d been up to and what, exactly, he does. Just as things were getting interesting, he disappeared. Again.
Thankfully, before he did, we grabbed his contact details and secured a promise of a follow-up interview – our chance to finally uncover the truth about the industry’s most mysterious man. The conversation ranged from his former life as an analyst at a gas and electric company to his winding route into fashion, his favourite shoes, and plenty in between…
Hi Iain, how are you, and where are you?
Hello, I am good, currently sitting in a hotel in Edinburgh where I am staying until I fly to Japan on Sunday.
You seem to be one of those heads in the industry that everyone knows, but no one knows exactly what they do. Can you tell us a little bit about what you do in your day-to-day life?
That is funny, as I do get that a lot, especially from my family, who have no idea what I do for a living. Basically, I run an agency called Spaces, which helps brands find their space. I am currently the only employee, so it can be a lot of work, but very worthwhile.
I also have a website called “the spaces in between” where I mainly sell collaborations. I am currently finishing up a magazine of the same name and working on a physical store, again with the same name.
You used to work at a gas and electric company as an analyst, right? What was that like?
Boring. I analysed complaints to find the root cause and the driver, then had to come up with suggestions to stop the complaints coming in. It drove me to realise that I want to enjoy what I do for a living and leave that industry.
From when we were chatting, you explained that you’ve spent a lot of time in Japan – has this influenced your personal style or taste?
I think it has, every day I wear something from a Japanese brand and after Scotland of course, it is the greatest country in the world. People in Japan don’t do things by half, they really put their all into what they do.
Any Tokyo/Japan recommendations?
Too many to name here but I can give you a link to Google Maps I have compiled.
How did growing up in Scotland affect your personal style and taste? I’d imagine the style that surrounded you was vastly different to what you’re now seeing in Japan.
Hmm, it was for sure different but early on I was always interested in trainers and then that just spiralled. I have been picking up Sneaker Freaker from like issue 6, so that pushed me onto more and more. One thing I strongly believe is that at some point everyone finds their own style, for me that happened around my mid 30s. I was already spending a lot of time researching, but that was when I settled into how I dress now.
How did you first get into clothing and style? Is it something you’ve been interested in from a young age?
I guess that is answered a little bit by the question above, it was just through spending time as a child selecting what trainers I would get, and back then (the early 90s) there was a more interesting choice than what we have now.
Can you talk a bit about your entry into the fashion industry? How did it start?
So when I was a senior analyst I decided that I wanted to move into an industry that I enjoyed what it was about and I was interested in. I then spent a lot of time trying to get a job at END. Clothing as I’d been going in since they opened. I finally managed to get a job there in Production, and that was the beginning.
Any advice for someone looking to get into the industry?
Go for it, I am very much of the mindset of making things happen. It may take time but keep pushing for what you want.
Can you tell us a little bit about @advanced.research? How did it start, what was the original purpose, and what has it now morphed into?
The founder of AR, Lars, started the account during Covid as a mood board in his mind and interests really. I was lucky enough to join when I moved to Berlin, when Lars and I started spending more time together.
I am mainly involved in collabs for AR, and it is evolving into something where people can have a more physical interaction while still keeping its values at the core.
I’d imagine your style has developed quite a bit – any era you look back on and think, “what was I wearing there?”
Pretty much everything up to my mid 90s, I don’t really regret any of it as that is how I found what I like.
What’s a typical uniform for you to wear?
At the moment all navy.
What’s a typical Sunday look for you?
Definitely not typical, recently I have been moving from place to place, and this Sunday for example involves flying to Helsinki, then on to Tokyo.
What’s your most-worn piece of clothing?
For sure it’s a pair of the e_C x SFC (editors choice x Stripes for Creative) trousers from some great friends of mine in Japan.
From your Instagram, it’s easy to see you’re pretty into coats. What’s your favourite coat or jacket you currently own?
This is too hard to answer, but I have a Stone Island Shadow Project Raso from around AW2009 that is too small for me. That will always be my favourite.
Any dream piece of outerwear that has evaded you?
This is accidentally becoming an SI theme, and I am in no way a Stone Island head but the Shadow Project Gore Tex Pro Shell from SS2010.
Favourite Stone Island garment of all time?
The Shadow Project Raso that I mentioned above. Those first few seasons of Shadow were incredible, I used to spend so much time looking at it on The Glade website (from the Firmament store in Berlin) when it first launched.
Looking towards footwear, what’s your most-worn pair? And your favourite pair of all time?
Currently the Asics x Kiko Gel Sokat Infinity are my most worn pair, for favourite ever, the New Balance 580 x West NYC “Alpine Guide”.
Any particular genre/era of vintage garments you’re interested in?
I’m not really a vintage guy, I have started trying to buy old adidas footwear, Asics x Kiko and basically anything I wanted as a kid I couldn’t afford.
Any designers you feel particularly inspired by?
Not a designer but anything that Hiroshi Fujiwara does.
Any brands you’re really turned onto right now?
This would be a very long list, every day I find more and more that I enjoy but most recently I have found a smaller Japanese brand called SANMONT I really enjoy.
What do you think makes a brand great? What kind of balance should they strike?
Originality. Don’t have to reinvent the wheel but give people a reason to be drawn to your brand.
Favourite film, car & city?
Dune 1 (and 2), Suzuki Jimny, and Edinburgh
Any magazines currently on your coffee table (don’t have to say Proper)?
Old copies of Outstanding Magazine, eye_C mag and Prodism Magazine.
Where are your glasses from?
Cubitts.
Thanks for chatting today Iain. Anything you’d like to add?
Research, dig deep for things that resonate with you.
Find out what Iain is doing here, Advanced Research here, Spaces Agency here, & spaces in between here.
